Business Insights

Companies with a documented marketing strategy are 313% more likely to be successful in their marketing campaigns. A marketing strategy sets the overall direction and goals for your marketing. This makes it totally different from a marketing plan, which outlines the specific actions you will take to implement that strategy. In fact, it’s one of my pet hates – listening to people describing a marketing plan as a strategy. This has become even more common as more people become involved in marketing operations, often without formal training or qualifications. We recently ran a series of webinars to give people ideas on how to build for the future, and you’d be amazed at how many people had never heard of an Ansoff Matrix or a Boston Matrix – or even the 4Ps.

We’ve been creating content on a regular basis since way back in 2015. Over the years, content marketing has been central to how we’ve built our brand and grown the business.

Our Marketing 360 Assessment has found that there are three aspects of marketing that UK SME owners struggle with the most: marketing metrics, generating leads and executing marketing plans. In this post, we’ll focus on the third challenge: making the right marketing plans and implementing them effectively. We recently spoke with Fiona Bowyer, one of our Part-Time Marketing Directors, to understand how she helped her client to tackle a few core marketing challenges that, if not addressed, could undermine the impact and effectiveness of their marketing plan. By addressing the company’s branding, website and tech stack, she managed to triple the number of monthly leads from the company’s website and switch the lead generation focus from outbound to inbound.

Understanding ROI is crucial when you’re running a business. That’s why organisations spend so much time and money trying to measure it.

Choosing a CRM platform is a decision which should not be taken lightly.